Trends & developments affecting giving examined in Giva Sverige report

Trends in fundraising and international giving, consumer behaviour, and gamification are among those examined in this year’s Trendrapport 2021 report from Giva Sverige.

Trendrapport 2021 brings together surveys and insights from seven experts in their fields to provide a picture of developments and trends affecting the non-profit sector in Sweden and its stakeholders.

Also among them are purpose-driven marketing, and the importance for non-profit organisations of diversity, and collaboration.

While some trends have been amplified or accelerated by the pandemic, in general those included concern longer term shifts and changes.

Two of the studies for example examine how consumer behaviour is being affected by specific factors: namely the pandemic and gamification, and the opportunities both provide for non-profit organisations. Crises that remind people of the fragility of life, the first highlights, lead to individuals focusing more on emotional meaning-making and spending less on material goods, while gamification makes it fun to give but also provides additional opportunities for nonprofit organisations to positively influence society.

Another of the studies examines the growth in work by the business community on solving societal challenges and the consequences this has for the positioning of non-profit organisations in society.

Other areas delved into include the lack of diversity in aid organisations’ management and boards, with the problems this incurs, as well as how to address the issue, and finally, the pandemic’s implications for engagement and giving in different countries.

Charlotte Rydh, secretary general of Giva Sverige, commented:

“The conclusion of our pre-pandemic 2020 Trend Report was that it takes courage and flexibility in the non-profit sector to handle constant change, and this has really taken on a new dimension during the past year. Our aim with this report is not to predict the next big disruption or change, but we hope that our Trendrapport 2021 arouses curiosity and provides inspiration to encourage greater engagement for, and collaboration within, the sector. By looking beyond ourselves and be prepared for the unknown, we have a greater chance to be successful and handle the change.”